Your copywriting portfolio is crucial to landing work, so you need to treat it like the important project that it is! Whether you’ve already created yours or are just starting, you’ll want to listen as Nicki and Kate break down some of the most common mistakes copywriters make on their websites.
On this episode, they’ll dig into four key mistakes they see on the homepage, about page, portfolio pieces, and contact page. Create a checklist as you go, and you’ll have your action items for making sure your portfolio is as strong as possible.
Looking for closed captioning or a transcript? Check out the episode on YouTube!
A Sneak Peek at the Episode
[1:42] Are you newer to the copywriting field and just building your portfolio or maybe you realized that your portfolio isn’t what it needs to be? This is the perfect podcast for you as Kate and Nicki break down the 4 most common mistakes copywriters make on their websites.
[2:08] Kate discusses the first big mistake copywriters make: not having a benefit to the consumer, which in this case is a prospective client. The big header area on your homepage is the first thing a prospective client will read. Nicki and Kate chat about how to use that space to explain why a client should work with you as a copywriter. Including the benefit to the client and what they will get from working with you will keep them on your site and interested in learning more.
[2:51] Nicki continues to explain how this is a common mistake because people don’t treat their portfolio like a copy project. Copywriters tend to write their content in the site rather than going through copywriting process starting with a creative brief, forming an outline etc. Nicki and Kate chat about why including benefits is a critical component to increase business. Remember your portfolio is not about you, it’s about how you can serve your clients and potential clients.
[4:19] Kate mentions a key point to keep in mind when writing the copy for your portfolio: how potential clients are finding your site. They are more often finding your site because you provided the link through a pitch email, social media, business cards, LinkedIn etc. so it is important not to get caught up in SEO, but rather focus the messaging to convey the strong benefits to a potential client.
[8:13] Nicki and Kate explain the next common mistake: including educational components about what copy and copywriting is on your site. Remember your target audience are those with a need for a copywriter—they are not evaluating if they need copywriting, they are evaluating if you will be the person who will write their copy.
[11:14] The third common mistake is found in the “About Me” page. Nicki and Kate chat about what the “About Me” page should and should not include and how to use this page to get more clients. This part of your portfolio should make you stand out, be a selling point and show what you can do for a potential client and why they should hire you.
[14:22] Nicki points out that not everyone is going to read everything you write therefore you need to keep this in mind throughout your portfolio. Put the most important information for the target audience at the top of the copy, followed by the next most important. You can always include additional information about you but put that at the bottom of the page so they don’t miss the information they are looking for.
[15:55] Nicki and Kate discuss the fourth most common mistake people make when creating the portfolio section of their site: the content includes a portfolio section with images (some illegible) … and that’s it. The pieces on their own don’t represent all the work you do as a copywriter. Nicki and Kate recommend including context for each piece to show that you addressed the brief. They then discuss what should be included in this small description and how this insight demonstrates that not only can you create copy, but you can combine creativity and strategic thinking in order to meet the client’s objectives.
[22:28] Nicki and Kate chat about the last piece to keep in mind when creating or updating your portfolio: how easy are you making it for potential clients to contact you. Is your contact page easy to find, are you including copy on your contact page with next steps? Nicki and Kate explain how you should think about what you would want as a client. Therefore, on your contact page set expectations, let them know why they should fill out the contact form, and what they will get for providing their contact information. Lastly, be sure to provide an accurate timeframe for when you will respond.
[27:53] Nicki and Kate conclude the podcast discussing additional mistakes copywriters can make on their portfolio and how to create the best first impression on potential clients. They chat about issues on the backend with forms, calendar applications, broken links etc., and how to avoid these and how to appeal to all types of potential clients.
- 3 Knock-Out Copywriter Portfolios and Why We Love Them
- How Do You Build Your Portfolio?
- Do You Need to List Your Copywriting Services on Your Portfolio Site?
- Why Every Copywriter MUST Have an Online Portfolio
- Where Content Belongs on Your Copywriting Portfolio Site
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About the Build Your Business Podcast
Ready to turn your love of writing into a successful copywriting career?
Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 15+ and 10+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.
Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.